Online engagement and the role of digital influencers in product endorsement on Instagram

MJ De Brito Silva, S Alencar de Farias, Michelle Kovacs, M. Lourdes Barbosa

Research output: Contribution to journalArticleScientificpeer-review

2 Citations (Scopus)

Abstract

The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.

Original languageEnglish
Pages (from-to)133-163
Number of pages31
JournalJournal of Relationship Marketing
Volume19
Issue number2
DOIs
Publication statusPublished - 2019

Keywords

  • engagement
  • digital influencer
  • relationship
  • marketing
  • Instagram

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